same old drink

02.17.13

Maker’s Mark Won’t Cut Proof

Ed Reinke/AP

Maker's Mark has learned the hard way that Americans won't let anyone water down their whisky. Last week, a huge backlash followed the company's announcement to cut the alcohol volume in its product from 45 percent to 42 percent, due to a supply shortage. “While we thought we were doing what was right, this is your brand—and you told us in large numbers to change our decision,” the company wrote on its website Sunday. “Thanks for your honesty and for reminding us what makes Maker’s Mark, and its fans, so special.”